H&M is apologizing after the company was dragged on Twitter over their “coolest monkey” hoodie worn by a young black child on its U.K. website.

The hoodie, which features the words “Coolest Monkey in the Jungle,” garnered a tidal wave of outrage from people who saw the photo as “racist” and downright offensive. Several folks have blasted the Sweden-based company for their blatant racism and complete ignorance of how offensive the picture is to black people.

H&M did release an apology (via CNN) earlier today. The statement reads: “This image has now been removed from all H&M channels and we [apologize] to anyone this may have offended.”

But the apology was too little and too late. For several hours, people have been slamming H&M for the hoodie photo. Questlove’s reaction to the photo sums up everyone’s thoughts. He wrote:

I’m sure the apologies are a coming. And the ads will be pulled. I’m certain there will Be media fixers and whatnot and maybe a grand gesture like a donation to some charity (donations under these circumstances are the corporate version #SomeOfMyBestFriendsAre move if there ever was one) all this tells me about @HM is that the seats in the boardroom lack something...wanna take a guess?